Pictured: Advertisement for the Santa Fe Special and Illinois Special Watches published in The Topeka State Journal, May 7, 1915. The actual purchase price of the Santa Fe Special watches was intentionally obfuscated by the Santa Fe Watch Company in advertisements, typically enticing potential buyers with a low initial payment and ambiguous monthly or weekly payments. However, after the company introduced the “Illinois Special” in 1915, some advertisements included the payment schedule for each watch offer. In addition, the initial payment for the Santa Fe Special was reduced from $3.50 to only $0.10. According to a 1915 advertisement published in The Topeka State Journal, the “Illinois Special” was listed at a total price of $16.25, and the “Santa Fe Special” was $25.00, each with increasing weekly payments over 25 weeks. A free half dollar was included as a special offer with every watch purchase, so $0.50 must be deducted to derive net cost. The Santa Fe Watch Company continued to leverage dependable sales techniques still frequently applied in modern advertising, including a special offer, payment installments, implied scarcity, and risk reversal guarantees. Weekly Payment Breakdown for the Santa Fe Special Watch Offer ... Continue Reading

by Nathan Moore, 5 hours ago

Pictured: First Sales Advertisement for the Santa Fe Special Watch published in The Topeka State Journal, November 5, 1913. On November 5, 1913, the “Santa Fe Special” watch was introduced to the public by the Santa Fe Watch Company. The first sales advertisement for the new watch was published in The Topeka State Journal, officially launching the mail-order “offer” campaign that would become an enormous success. The company describes the Santa Fe Special watch in the half-page advertisement as “a masterpiece of watch manufacture, made 21 jewels, adjusted to the second, adjusted to temperature, adjusted to position, adjusted to isochronism.” List of advertised features of the original “Santa Fe Special” watches: Available in 16-Size (21 Jewels) and 0-Size (17 Jewels)Available in hunting and open face configurationsAdjusted to Temperature, Isochronism, and Position25-Year gold-filled case available with inlaid enamel or custom engravingFactory-cased and timedGuaranteed for life Customers could purchase the watch using a payment plan, starting with a low $3.50 payment. However, the advertisement does not indicate the total price of each watch. Modern advertising campaigns still echo campaigns like this despite being over 100 years old, using dependable sales techniques such as a risk-reversal guarantee, limiting purchasing options, and leveraging payment plans instead of requiring upfront payments. ... Continue Reading

by Nathan Moore, 1 day ago

Pictured: Introduction of the Santa Fe Special Watch published in The Topeka State Journal, November 5, 1913. On November 5, 1913, the Santa Fe Watch Company officially introduced their new “Santa Fe Special” to the market following a week of clever teaser advertisements. The watch was immediately aimed toward workers on Atchison, Topeka, and Santa Fe Railroad, meeting time inspection requirements.  An article appears in The Topeka Daily State Journal lauding the features of the new watch: “Santa Fe SpecialAlonzo S. Thomas of the Santa Fe Watch CompanyDesigns Standard Watch, Introduced Today.Is a Beautiful WatchPasses Inspection of Santa Fe Time ServiceFirst Watch to Be Made Specially for Topeka Firm.The “Santa Fe Special,” a standard railroad watch, designed by the Santa Fe Watch Company and manufactured by the Illinois Watch Company is being introduced to the public today. For years, Mr... Continue Reading

by Nathan Moore, 2 days ago